James Lang, Jon Castillo and Paul Diaz ruled the Urban Extreme Sports Challenge held during the Red Horse Beer Pambansang Muziklaban grand finals recently in Pasay City.

Plant officials of beer market leader San Miguel Brewery Inc. (SMB) proudly show the awards they won in the recently held Don Emilio Abello Energy Efficiency Awards (DEAEEA) 2012.

February 2012


Beer market leader San Miguel Brewery Inc. (SMB) steps up its advertising campaign this year for its flagship brand San Miguel Pale Pilsen by bringing in no other than apl. de.ap of the world-renowned group Black Eyed Peas to star in its newest commercial.

The award-winning Fil-Am hip-hop artist, who is also known for his advocacy on education, will be joined by no less than the Queen of All Media, Kris Aquino, in the much awaited commercial.

apl.de.ap (Allan Pineda Lindo Jr.) arrived Sunday morning in Manila for a courtesy call and a press conference today with SMB President Roberto N. Huang who warmly welcomed him to the SMB family. Along with Mr. Huang is SMB's SVP and Marketing Manager Menlou Bibonia and the San Miguel Pale Pilsen Brand team led by AVP & Group Brand Manager Erik Riola and Brand Manager Joemar Climaco.

"Every visit to the Philippines is memorable and meaningful for me. Like our other kababayans, I see to it that my homecoming is always well-spent. My visit this year is made more special by an endorsement deal with San Miguel Pale Pilsen, an iconic beer brand that I have known since I was small, a world-class product that I personally believe in," said Apl in the press conference held at the San Miguel Corporation's Executive Dining Room in Mandaluyong.

Huang said that apl and San Miguel Pale Pilsen make a perfect match with the two sharing similar attributes – iconic, world-class, and proudly Filipino.

"We are very honored and happy that apl.de.ap has accepted our endorsement offer. apl and San Miguel Pale Pilsen have many things in common, both are icons, world-class, and of course, proudly Pinoy. Kung ang San Miguel Pale Pilsen ay may sarap na hindi nagbabago, si apl.de.ap ay may angking galing, talento, at kagandahang loob na hindi nagbabago," he said.

For her part, Kris Aquino echoed her admiration for the Pampanga-born artist who has been very active in promoting the value of education among Filipinos.

"Thank you apl for your support to my parents' foundation. You really are a good inspiration to all of us. Thank you for making our country proud with your music and with your heart for the less fortunate Filipino children. I am glad that you are also partnering with good-hearted companies like San Miguel Brewery Inc. to benefit more students", Kris said.

According to the San Miguel Pale Pilsen Brand team, apl and Kris will shoot the commercial this week, and will air the commercial in March.

apl, like Kris, said that he looks forward to the commercial shoot.

"I am excited to do the TV commercial because the storyboard brings back happy memories of my hometown. Sana ay abangan nyo po ang bagong commercial ng San Miguel Pale Pilsen, at patuloy niyo pong tangkilikin ang produktong pinakamalapit sa puso ko," he beamed.

Kris said that her new project with San Miguel Pale Pilsen is also a homecoming for her as she reminisced her first commercial with the best-tasting beer brand many years back.

"Thank you, my SMB family, for this wonderful opportunity. Natutuwa ako at hindi nagbabago ang ating samahan. Ako, hindi rin ako nagbago, San Miguel Pale Pilsen pa rin ang favorite beer ko hanggang ngayon," she attested.

When asked if he also drinks San Miguel Pale Pilsen when he wants to celebrate with his friends, apl said: "It's really my beer brand of choice. I like its full flavor. Another great thing about San Miguel Pale Pilsen is that it has always been consistent in its taste. Masarap talaga, at hindi ito nagbabago. Kung ano ang pagkakilala ko sa San Miguel Pale Pilsen dati, ganoon pa rin ito kasarap ngayon."

San Miguel Pale Pilsen leads the 9 world-class beer brands manufactured by SMB. The brand, which has been touted as the best-tasting beer in Asia and one of the world's best, is known for its legendary advertising campaigns which promote Filipino values and pride.


News Archive


This Website uses cookies, web beacons, and other similar technologies to collect information about your device, browsing actions and patterns, and improve your experience when you visit. By continuing to browse our Website, you agree to our use of these information in accordance with our Privacy Statement.